The Wine Tourism Experience in New Zealand: An Investigation of Chinese Visitors' Interest and Engagement

Abstract

This study explores Chinese visitors' interest in engaging in wine tourism during their time in New Zealand. Informed by existing empirical and conceptual research into the wine tourism experience, a survey of 203 Chinese visitors in New Zealand (short-term holidaymakers and students) reveals that they have relatively limited interest in wine tourism overall, but a growing proportion of them are visiting wineries during their time in New Zealand. The main appeal of wineries for Chinese visitors is the opportunity to relax and enjoy the scenery, although learning about wine and wine making, tasting wine, and hearing stories about wine are of interest also. This is the case particularly among the student sample, who show greater interest and engagement in wine tourism than the short-stay holidaymakers. Recognizing that the Chinese market is not homogeneous, and that their needs may differ from other visitor segments, this article outlines opportunities to develop winery experiences and provide service and hospitality which best meets their needs.